LottoInteractive wants to bring the lottery to new audiences by changing it into a game. The Los Angeles company is announcing today it has launched the Star Match “match-3” game for the Georgia Lottery in the hopes of driving the convergence of the $36 billion mobile game industry and the $300 billion global lottery industry.

The mobile game gives players a chance to purchase lottery tickets and win cash prizes via digital scratchers with every play.

The thinking is that players have the chance to win real money, so they’ll be more engaged. On top of that, the casual puzzle gameplay will attract new kinds of players to the lottery.

“Over 50 percent of American adults play the lottery and over 50 percent of the population plays mobile games,” said Brian Ward, LottoInteractive CEO and founder. “Star Match is an interactive mobile game and digital scratcher that merges these two segments by delivering a first-of- its-kind crossover experience. LottoInteractive is developing a full slate of compelling games for lotteries around the world, in the most popular casual mobile game genres. With our games, it’s now just as fun to play the lottery as it is to win it.”

In the game, you try to match three or more Hollywood icons to collect as many stars as possible. You gain points and bonuses along the way before the digital lottery cash prize is revealed. Star Match, powered by IGT’s iLottery platform, is available now for play anytime, anywhere in the state of Georgia on iOS, Android, PC or Mac. It is available for free trial anywhere in the world.

Star Match

Above: Star Match

Image Credit: LottoInteractive

LottoInteractive is committed to creating game experiences that will bring lotteries new players who want to be entertained and play on-the- go, while giving loyal existing lottery fans exciting interactive options, all with a chance to win cash with every play.

“We’re thrilled to be the first lottery in the world to launch Star Match,” said Debbie Alford, president and CEO, Georgia Lottery, in a statement. “This mobile-game-inspired addition will enhance our product offerings and deliver engaging content to our players.”

LottoInteractive was started by 20-year game veteran Ward and Tricia Bertero, chief operating officer; and Kurt Freedlund, president and a lottery industry veteran. The company has three employees and it has raised $2 million in funding.

Star Match is available now in the following places:

Mac/PC – Georgia Lottery DiGGi Games.

iPhone/iPad – Georgia Lottery Official App.

Android – Georgia Lottery Official App.